Larry Allen, VP/GM, of Data and Addressable Enablement at Comcast Advertising joins me for a detailed discussion on how the shift in viewing habits to all screens is making it difficult to provide cohesive cross-media measurement. We discuss the impact of the loss of third-party cookies, the challenges and opportunities that exist with measurement at scale, including with FAST services, and the potential role of AI tech to fill in measurement gaps. Finally, we highlight why the industry needs a clear set of guidelines on how the industry wants to approach measurement across inventory owners and distributors to provide a common language for measurement cross-platforms.